高档酒店顾客体验量表的设计与检验

摘要

Upscale hotels are paying increasing attention to Customer Experience Value as an important way to become more competitive .Customer Experience ,which is personalized and often affected by the personal experiences and values of a customer ,should be measured and valued in a certain social and cultural context .In spite of the Customer Experience Scale developed by hotels in the West ,Chinese hotels still need such a scale exclusively designed for themselves .This paper develops its own scale to measure Customer Experience by drawing on the connotations of Customer Experience and China’s context .The reliability and validity of the scale are also verified from many angles .Qualitative Research Methods and Quantitative Research Methods are both adopted and combined in this paper . Results show that Customer Experience consists of five dimensions :Environment ,Convenience ,Satisfaction ,Motivation and Switching Costs .%体验经济时代，顾客不仅是产品和服务的消费者，还扮演了服务共同创造者和体验共同参与者角色。高档酒店日益重视顾客体验价值，并视其为提升竞争力的重要手段。而顾客体验具有个性化特点，易受到顾客经历及价值观等因素的影响，其测度往往离不开一定的社会、文化背景。尽管西方开发出酒店顾客体验量表，但还没有基于中国背景的高档酒店顾客体验量表。在剖析顾客体验内涵的基础上，基于中国情境，运用定性研究和定量研究相结合的方法开发了顾客体验的测量工具，并从多个角度验证了量表的信度和效度，分析结果显示酒店顾客体验由五个维度组成，分别为环境、便捷性、满意度、激励和转换成本。